These advertising board contracts are commercial agreements managed by the CBF, which sells the rights to display ads on boards around the pitch or in other spaces during matches, often via agencies that negotiate with advertisers.
Such deals involve significant amounts, with the “package” that includes National Team matches, the Copa do Brasil, and the Brazilian Championship estimated to be worth between R$100 million and R$200 million (US$18m–36m) per year for the largest companies.
For executives at these firms, matches of this magnitude are considered prime opportunities to showcase their logos to the world.
BETesporte, which has appeared in previous National Team games, has been running a major campaign since the start of the year featuring one of Brazil’s greatest icons, Zico. This is more than a simple sponsorship deal: the legendary No. 10 has become the brand’s ambassador, with his image and the tagline “A bet from Zico” displayed on advertising boards in state championships, the Brasileirão, the Copa do Nordeste, and Brazil’s World Cup Qualifiers.
"Zico’s name remains extremely powerful, even three decades after his retirement. Today, his legacy as an idol for both the Brazilian National Team and Flamengo continues to resonate with fans across generations. For us, it is an honor to have the ‘Galinho de Quintino’ on our side, building a remarkable story in the entertainment industry with responsibility,” said Vinicius Nogueira, CEO of BETesporte.
"Beyond increasing visibility, we are creating an emotional connection with the audience. The goal is for our platform to become a natural choice for fans, based on credibility and the exclusive benefits we offer," Nogueira added.
HiperBet, which recently secured board exposure specifically for National Team games, also views this investment as highly valuable.
"The Brazilian National Team is a national treasure, and we know how important it is to associate our brand with the team’s presence on the pitch. We aim to maximize all experiences with responsibility and fun, and there is no better time to deliver this message than during such high-profile matches. We are working on new initiatives and believe they will yield great results,” said Igor Sá, CMO and COO of HiperBet.
However, one question remains: how can fans at the stadium, or those watching on TV or online, differentiate between these betting brands? When faced with ads from five different platforms at once, what ultimately influences a bettor’s choice?
According to sports management experts, the high volume of betting ads in the same space reflects the current stage of market regulation.
"The sports betting phenomenon is unprecedented in the sponsorship industry and has created new standards. Normally, multiple advertisers from the same segment in a single property would greatly reduce effectiveness. But given that the market is now regulated, being present in major sports properties and establishing visibility may be key for future plans when the sector stabilizes,” explained Ivan Martinho, sports marketing professor at ESPM (Brazilian School of Advertising and Marketing).
Experts also point out that pitchside advertising, particularly during matches with high TV ratings and strong social media engagement (memes, highlights, and viral images), remains a cost-effective brand awareness strategy.
"Research proves that investment in field boards directly boosts brand recognition — known as awareness — delivering a return many times greater than the amount invested," said Renê Salviano, CEO of Heatmap and a specialist in sports marketing, who negotiates sponsorship deals between brands and athletes.
"When it comes to domestic championships and even Brazil’s men’s and now women’s National Teams — which are seeing major growth in interest and engagement — pitchside boards become a powerful tool for brands seeking nationwide recognition," Salviano concluded.
Source: GMB
